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the city, so much attention was being paid to increasing targeting, people who are making a tv ad, i was always talking about the people who could explain why they were doing. how do you know that, why do you do that, at some point, they did it because they had some sort of rules that wasn't really based on any research. .. the sort of message going back and forth. and after 2009i released this burgeoning wall of people doing empirical research in the campaigns and academia and institutions in washington and elsewhere convinced that is where the untold story of a lot of what's really going on in the elections these days are taking place. >> host: interesting. what do you want the reader of this book to most understand when they read this book what is that not get that you want them to come away with? >> guest: i want them to understand that what we see on tv and in the newspaper every day as sort of the campaigns is the riddle of everything that is going on. the campaigns are far more than what is set in the ads were some of the candidate goes for the candidates running mate or sp
was but it's not a large city. he was in columbus and cleveland it was a county seat and the reason he went there is they had seen the registration numbers for lagging in this particular area and to reach the registration goals which the head disaggregate it from the state down to this particular piece of turf they had him do a concert oriented registration the city hall or people could go and register and it wasn't that they send john legend to turn people out, and that's happening in broadway everywhere and so there will be states we're talking about at the end of october where they are competing but each will be competing differently and each of them based on their vocals which are coming out of those microtargeting prevention's which are taking every name of every individual person they think is already supporting them and considering the target taking every name of people they think of as purse readable and that is informing the tv buys, but the candidate goes, the male and everything. >> host: with everything you know, where do you think the key state -- will there be one that it come
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